France – The campaign is in response to the finding that 80% of the game’s active players are women.
Created by marketing agency Untitled World, the tv ad features a host of middle-aged women uniting to hunt the game’s villain. The women, who range from a mother on the school run to a doctor in medical scrubs, are followed as they run action-hero style to defeat the male criminal.
In contrast with gaming stereotypes, research by Untitled World for the campaign found that 80% of Criminal Case's audience were women aged between 30 and 55. In the US gaming market, about 41% of gamers are female, according to a report by Entertainment Software Association (ESA).
Despite these figures, females are rarely targeted in gaming adverts, particularly for games with an action-based narrative, such as Criminal Case.